CNN Editor Shares Interviewing Tips with Ag Media Attendees

Jan Winburn, senior editor for enterprise for CNN Digital believes interviewing is the most neglected part of journalism. She shared her version of effective interviewing with attendees at the 2016 Ag Media Summit in St. Louis, Missouri.

Winburn says interviews should be real conversations and not just rapid-fire questions. In journalism the interview has a different goal and that is “to get a story and go to sensitive places.”

According to Winburn, there should be emotion in questions and journalists should not stay in a safe place. The journalist needs to have an element of control in an interview and ask a question again if the subject avoids answering it. Finally, journalists should ask questions of known information as well as unknown so the subject has the opportunity to inform.

Here are 12 things for consideration Winburn shared with the audience:

1. Do your research – with a theme or objective in mind

It helps to prioritize your questions

Have a vision for your story

For quick web story tell them you only have a few questions and get it done OR say it is a first interview and you may come back with more later

2. Questions

Simple, specific and grounded in research

Original, obvious, reflective

Ask same question different ways

Don’t overstep bounds – build up to hard questions

Begin with asking about family, mutual acquaintance or familiar event if you have one in common

3. Make it a conversation

Open ended an start with how, why what

Encourage subject to describe, explain and amplify

Keep going with a “moment” so they can keep thinking; go back to original question list later

4. Start with throwaway questions

5. Interview for anecdotes

Start with when – it sets a scene or moment and often unfolds a story

Ask for artifacts

See the office, even when not in person (possibly via Skype)

Be careful not to be so busy tweeting or posting on other social media that you don’t observe the scene; maintain situational awareness

“Interviewing is like dancing – they choose the music, but you lead”

Smile when you are talking, even on the phone

6. Ask about feelings and thoughts, but don’t prescribe them

Use “tell me about”

Don’t tell them what they feel based on assumptions

Ex – I know you are upset, but

7. Silence is golden

Ask a question and let them answer, then wait a few seconds; they will usually say more

For a closing question: another way to say “what else do you want to add” is “Was there anything I didn’t ask, should have asked, etc.”

8. Record the interview

To get it 100% accurate

Allows for conversation and you to focus on subject

Reduce fear of misquoting

Can use to analyze your own skills

9. Tough questions: just ask them at the right time

10. Look around and observe

A person’s environment speaks volumes

Actions speak louder than words especially for political issues

What is/was cause

11. Don’t forget whimsy; it is a necessary part of life

12. Listen with an empathetic ear

Comments from Q&A part of session
Confront the talking points person
Ex – let’s talk about that later and then ask your direct question again

When interviewing someone after traumatic experience:

DartCenter.org is a suggested website for information on how to interview a subject of trauma

Direct questions around progress to overcome

Have someone at the interview as a third party person that could answer for them

Bridge back to “a moment” by admitting your mistake
Ex – “I want to go back to something” or “I got ahead...”